Customer relationship management para fidelizar la cartera de clientes de la empresa Calzado DyS de la ciudad de Ambato

Abstract

The Customer Relationship Management established in the company Calzado DyS will act on the customer portfolio to build customer loyalty, in this context we applied different methods in which we knew all the key points for the development. A survey made to its customers, to know the perception they have with the product they provide, the service the customer receives, the expectations they have about the footwear and the loyalty they have with the company, to show its strengths and weaknesses, because of they develop products that are in line with customer needs and meet them, but it is not enough because they do not have loyalty to the brand, so Calzado DyS does not develop effective relationships with customers; In addition, an interview conducted with the manager and owner of the company, providing valuable information, among which highlighted that the sales and marketing área run empirically, there is no Customer Relationship Management system in the company, they do not know their customers and do not have a correct management of each customers´ information. Likewise, several analysis tools used for the company such as the SWOT that shows the situation of the company and thus define strategies that are according to meet the needs of the organization, so having a Customer Relationship Management within the company is very important to gain information, analysis and monitoring of clients in order to provide a personal attention and expect their needs, standing out from the competition and adding differentiation and value for each of them generating lasting and profitable relationships with customers, thus ensuring a long life in the market. We recommend it to Calzado DyS to implement the suggested strategies to develop and be at par with the market demands to ensure its long life in this sector.